Beer has always been a part of America’s economical culture, but recently, the market has become more and more competitive. With the new “hipster” image becoming increasingly popular, IPA, stouts, lagers, and other microbrewery types are fighting to become the number one, or at least a recognizable brand.
One company, homegrown from the back of a Thai restaurant titled “Thai Me Up”, has hit their own type of success by recently winning the gold award for their IPA at the Great American Brew Festival. The company? Melvin Brewing, lead by its found Jeremy Tofte. Their IPA, lovingly known by its fans as Hubert, is a favorite of the companies own crew, which may be the secret for why it tastes so fantastic. Perhaps it is a cliche to say that when a company does what it loves they are more likely to succeed, but Tofte and his company are making this cliche the standard in the beer brewing industry.
To stand out in an industry like this is not an easy feat. Tons of microbreweries and home breweries are popping up all over, and it’s the current trend and culture to always be trying what is the most “new”, or the most “unique” so that the beer connoisseur can share all their newfound knowledge with their friends. However, Melvin Brewing seems to have mastered this area as well. They have slow releases instead of mass releases, which keeps them in demand and ensures that their relationships with bars and beer markets stay strong and stable. Too much marketing or quantity in one market will make the beer seem of less value, and Tofte knows this. That is why he only works with business and partnerships that keep his own creed, and can really sell the value of his company’s beer.
Tofte’s company is also an example of how state grants can be a strong catalyst for a company to succeed. As a small business, he got enough attention to be awarded a grant that changed his company from a 3-barrel brewing company, into a much larger 30-barrel brewing company. In addition, the company is looking to expand in Wyoming and Denver. So not only is this company providing a great cold one to toss back after a hard day’s work, but they are also increasing the economy by providing work. When a company like this one expands, anyone involved can look for a high return because they take pride in their work, take each step cautiously, and ensure that each decision will be the best decision (like the aforementioned relationships with beer markets). The economy needs this kind of stable business growth in our backyards. Tofte’s loyalties are strong as well, he has brought all of the people who helped him start his business along for the ride, and shares in all of his successes.
Tofte has stated that he is excited to show the world what American craft beer really is, and quite frankly we are excited to let him. The pursuit for the best beer recipe is almost as fire as the pursuit for the 5G network. The ability to stay current with business, developments and interests is the real test here, and Jeremy Tofte’s company is securely stepping up to this test.
Hats off to Melvin Brewing company, and may our glasses never run empty.
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AFP
